Definition of Influence Marketing :
It’s the practice of identifying and building
relationships with individuals who have influence over a target audience of
buyers. Influencers are likely to be buyers themselves, as
well as recommenders of products or services to their audiences, both online
and off. Influencers may also be trusted third parties, such as bloggers,
journalists, industry analysts, academics, or public figures.
In my own
words : Influence Marketing is the fact of using people famous in the field
of the brand, like bloggers, or persons with many followers, people who have a
great visibility, and are more able to influence others. This is a way of
expanding the brand, or the product through person that customers “trust”
wether than pure advertising.
2 Brands :
· ModCloth, a vintage clothing site
does a great job of this. They are active in sharing (on social media outlets)
the images their audience members provide showing them wearing ModCloth’s
clothing. This makes their audience feel special, which encourages more posts
about the clothing.
· L’Oreal, the
time is for multichannel strategies (which integrate communication 2.0 / social
media) and multi-target (journalists, bloggers, influencers, celebrities, consumers,
scientific community, employees and
other influencers) that use the
full range of communication tools,
partnerships, events, sponsorship,
media relations, CSR, crisis
management, public affairs ... to
develop the reputation of the Group and
its brands.
http://www.loreal.fr
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